Cracking the code – How B2B Lead Generation works

Today’s business environment works solely on brand recognizition, recall by customers and sales number. Marketers in B2B selling markets often deal with the difficulty in generating leads and closing sales. In order to address this challenge, marketers need to understand the mechanism to increase their lead flow and also ensure the sales closure.

1. Generate More Leads:

Marketing has a lot of vehicles added to play around to reach the prospects. To mention a few of these tools- direct references, cold calling, website, mailers, newsletters and ads. Each source yields a different quality of lead and also the quantity of lead that flows into the system. B2B Lead generation companies like ClientCurve help their clients by getting qualified appointments in the form of demos, conference calls, direct face-to-face meetings, etc. Here goes some of the ways to ensure smooth lead flow.

a)    Right buyer profile (target market): You first need to know - Who can be a customer? Who is the right person to talk to? Who will be the influencers or decision makers and other parties directing the sales? Having this correct means your campaign will get a right direction to move forward.

b)    What is Market doing? Understand direct competition; take inputs from internal and external sources to understand their success. Meetings with your presales team, sales team will help you understand the reality of the market.

c)    Right content: Creative marketing agencies deal with handling the content in various forms- eBook publishes, white papers, trade show/conference presentations, website contents and webinars. Appropriate content in the social media community, blog, video, LinkedIn, Slide share, etc. Maintaining them with meaningful contributions and talking to prospects through these media does improve upon the presence and lead flow.

2. Nurture and Qualifying More Leads:

Sales team is often focused on leads which are closing today but do not bother to understand at times the ones that might be interested in the next 6 months or a year. Companies like ClientCurve help their clients to handle the old leads by nurturing them and understanding their business scenario.

a)    Nurturing a lead is an art in itself: Lead nurturing is a delicate phase and needs sharing information that is appropriate and holds onto their interest as well. ClientCurve takes in a very systematic approach by developing on-going marketing communications process with emails, newsletters and direct calls to ensure that the customer remains informed and interested.

b)    Customize your communications: Creating compelling content to communicate built around each sales cycle stage and buyer profile helps in avoiding confusion and helps you to stand out in the pack Systematic email and regular update on the offers being given by your company may help you to be in the recall of the prospect. The communication here is very targeted and focused.

3. Converting more qualified leads:

Lead development to a qualified lead, which is almost sales-ready, is not only crucial but also important as we wait for this to convert to a revenue flow. Any sales rep would agree as to how difficult it is to be able to handle the long built relation with the prospect and the urgency to close the sale come to the threshold. It becomes important to determine what works best to convert prospects. We can do this by communicating with the prospect through direct calls, encouraging direct visits, mailers to keep yourself in the loop as to the progress. Here two things happen, prospect remembers you and recognizes your effort, second he now is knowledgeable about your product to make a quick decision when the time comes. It is with great patience and empathy that a sales rep needs to go to further develop the lead to a closure.

Steps For Having Clean Marketing B2B Contact Database:

1. Align  B2B contact database with marketing goals: One of the most important tasks would be to strategize the target market. This would help the inside sales team to work in a focused way and achieving better results.

2. Remove wrong email ids or duplicate records: Email bounce backs and duplication of record happens with wrong email ids collected during B2B list building, records not updated in a long time so same person appearing with several email ids appear in the list to the marketing team. An easy and cost effective way to handle this would be to work with a B2B Marketing agency like ClientCurve which would clean the database for duplicates and update the correct email ids. This makes each campaign more effective and helps in getting better results.

3. Deal with database erosion: Natural and unavoidable workplace dynamics such as job changes, title changes and relocations makes one-third of the B2B contact database becomes outdated. This means marketers need to regularly refresh the database – every quarter is a good idea. Using services of contact list development and updating with ClientCurve is an easy way.

4. Acquiring databases: It’s best to acquire rather than invest time to build it in-house. ClientCurve utilizes multiple subscriptions and team expertise to build customized list focusing on getting list that meet client requirement. On acquiring databases from outside marketers need to spend additional time to identify the titles that are relevant. You optimize the depth of the campaign by reaching out to the right decision makers and variety of companies.

Appropriate segmentation and profiling while strategizing will make your efforts in a campaign more meaningful. Having a database that has not been cleaned and updated in ages and using it for email or calling campaigns will give low satisfactory results. Investing a small amount of time and effort onto developing a right database with a B2B Marketing agency will help in getting clean, updated database with even new contacts to the list. Managing your contact list by strategizing in a more focused way by building appropriate segments and automating the process with vendors and makes better ROI on each campaigns that is run by bringing valuable lead generation.

Increase ROI on Marketing with 4 Scales

Increase ROI on Marketing with 4 Scales

Marketers take into their work a plethora of responsibilities to ensure support sales for their organization. They function by gathering, analyzing data, getting right prospects, convincing them about the product/ service, nurture them for sales, support the sales team, etc. Marketers on the other hand need to justify the Return on investment (ROI) on every activity they have engaged in. Their major concern lies in tracking a lead as they are generated in the database to qualifying to converting it to a sale. According to the Content Marketing Institute, 33 percent of B2B marketers believe the inability to measure marketing activity is a significant issue.

ROI growth

In actuality, the below mentioned 4 scales to help all the marketers to track ROI better:

1. Right Database: Companies often waste a lot of time and resource to procure right companies and prospect them. ClientCurve has resolved this by subscribing to multiple sources and getting customized databases on the target market that each company is looking at. Hence the clients get focused list with the right decision makers to further process for leads.
2. Number of Leads Generated: When marketers reach us, at ClientCurve Infosystems, a lead is defined by when a prospect is scored. Each month, ClientCurve measures how many companies are targeted in the database and pass to be a lead. To do this, dedicated teams work to track the changes for all leads in database.
3. Conversion of Lead to Qualified Lead. To measure the conversion rate of leads to qualified leads, ClientCurve works hand in hand with clients to categorize and nurture each of the lead scored to take them to the next level, discuss it in a meeting with sales team. It is important to understand that not every qualified lead closes to be a sale but they always remain in the pipeline to reach out for further business. That is where the clients get the ROI in the long run in the form of sales closures.
4. Online Presence: Internet is another vehicle that marketers are playing around to increase the online presence, reach to the customer base and at the same time hit their recall repeated in an efficient manner to generate the sales. ClientCurve further improves this process for the marketers by reducing the over load of work at the same time keeping the objective intact towards sales. Clients get a better experience in being able to talk to the target market in a more efficient manner and maintain the budget.

Lead Generation Outsourcing– New Age solution to better sales

World is a competitive market today. Companies are in a run to be the best and are looking new pastures for sales. One of the crucial parts of the sales team is Lead generation or ‘lead gen’ as it’s frequently called. It is a critical component to any marketing program and utilizes all the shiny new tools like CRM, marketing automation tools to succeed but is still based on the age-old formula of finding, attracting and sustaining the prospective customers.

Lead generation is a very simple process where all magic is done by convincing, qualifying and managing the contacts in a way that ultimately lead generated converts into sales. Aggressive lead generation supports the sales team by building a strong pipeline and eventually sales closure. But organizations often fumble in the process as their core issues of monitoring consistent sales pipeline, managing sales team, transparency in how the team functions, enough motivation to inside sales team takes away most of their time and effort.

The volatility of market and new media vehicles are giving marketers ways to tackle their challenges in a better and cost effective ways. Thanks to the marketing experts in the industry who are consulting organizations to work out lead generation campaigns in a manner that both age old method of calling and prospecting and online marketing tools jell together to be able to define business results. ClientCurve Infosystems is a Global Marketing Process Organization (GMPO) which handles marketing and sales support services for clients. It works for its clients to generate database, target the right prospects, generate leads and also do online marketing so that the client’s marketing goal is achieved. ClientCurve has also been able to generate a systematic sales pipeline for one of its clients in the IT industry where they could achieve more than 250 meetings in a year for them. Primary reasons why this model works for organization is a strong process, consistent consulting with inputs from the industry practices and focused on performance.

The marketing experts in ClientCurve also agree that a lead-generation program should have a few common components as below:

Solid strategy: Strong industry analysis and final decisions on who to target to get the best of the business in the industry. Need to craft a campaign program that works for your business with your customer base.

Data capture: Need to have a database of target audience. Experts provide you with right person contact in the targeted companies so as to be able to capture and maintain information about customers and prospects by using CRM and marketing automation tools.

Good customer service: A robust lead-generation program that includes direct calling, online leads, referrals and customers who seek out your company based on the experience they had while negotiating, information sharing impacts the kind of further leads organizations receive.

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